Don't go with Charmin toilet paper

15% of deforestation is due to toilet paper alone

Charmin is one of the most recognizable toilet paper brands in the world. Charmin prides itself on being ‘made from nature’. But its parent company - Procter & Gamble isn’t telling you that Charmin is really flushing nature down the toilet.

Single-use tissue paper products like toilet paper and paper towels are heavily impacting primary forests. These impacts are massive — nearly half of all pulp exported from Canada goes into single-use paper products like toilet paper and paper towels. Charmin, one of the biggest toilet paper brands in the world, contains no recycled fiber. That means that Charmin and its parent company, Procter & Gamble, are significant destroyers of the Boreal forest, habitat to wildlife including the endangered Woodland caribou.

Tell Charmin to stop cutting down forests for toilet paper and tissue products. Add your name at:

In its “Issue with Tissue” report released earlier this year, and National Resources Defense Council (NRDC) took the largest tissue companies to task for flushing our forests down the toilet, giving Procter & Gamble, Kimberly-Clark, and Georgia-Pacific “F” grades for having zero recycled content in their at-home toilet paper brands.

Nearly two thirds of Americans are concerned their toilet paper is made from clear-cutting globally important forests, and 85% want toilet paper and tissue sector companies to use more environmentally responsible materials, according to a poll released in March. But major brands refuse to change, instead relying on trees cut down from ancient forests like the Canadian boreal — the “Amazon of the North.”

Charmin prides itself on being “made from nature” — but if today’s video reveals anything, it’s that most shoppers definitely have no idea that when they purchase major brands like Charmin they are unwittingly complicit in flushing forests down the toilet. And that’s a real stinker.

Concerned consumers can join the movement calling on Charmin to increase its use of recycled and alternative fibers and stop cutting down primary forests for toilet paper at

15% of Deforestation Is Due to Toilet Paper Alone.